Event Management

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CHAPTER 1 EVENT INDUSTRY KNOWLEDGE

TYPES OF EVENTTYPES OF EVENT1.1. Mega – events:Mega – events: Mega – events are those Mega – events are those

events that are so largeevents that are so large that they affect that they affect whole economies and reverberate in the whole economies and reverberate in the global media.global media.

2.2. Hallmark events:Hallmark events: The term ‘ Hallmark The term ‘ Hallmark events refers to those events that become so events refers to those events that become so identified with the spirit or ethos of a town, identified with the spirit or ethos of a town, city or region that they become synonymous city or region that they become synonymous with the name of the place, and gain with the name of the place, and gain widespread recognition and awareness.widespread recognition and awareness.

3.3. Major eventsMajor events:: Major events are events that Major events are events that are capable, by their scale and media are capable, by their scale and media interest, of attracting significant visitor interest, of attracting significant visitor numbers, media coverage and economic numbers, media coverage and economic benefits.benefits.

4.4. Local or community events:Local or community events: Most Most community product a host of festivals and community product a host of festivals and events that are targeted mainly at local events that are targeted mainly at local audiences and staged primarily for their audiences and staged primarily for their social, fun and entertainment value.social, fun and entertainment value.

1. SIZE OF EVENT

1.1 Mega-events

The largest events are called mega-events and these are generally targeted at international markets. The Olympic Games, Commonwealth Games, World Cup Soccer and Superbowl are good examples.

1.2 Hallmark eventshallmark events are designed to

increase the appeal of a spacific tourism destination or region.

1.3 Major eventsThese events attract significant

local interest and large numbers of participants, as well as generating significant tourism revenue.

1.4 Minor eventsMost events fall into this last

category, and it is here that most event managers gain their experience.

2. TYPES OF EVENTS

2.1 Sporting2.2 Entertainment, arts and cultural festivals2.3 Commercial, marketing and promotional events2.4 Meetings, conventions and exhibitions : MICE (Meetings, Incentives, Conferences and Exhibitions)

2.5 Family events2.6 Fundraising2.7 Miscellaneous events

Form or contentForm or content

1.1. Festivals:Festivals: Festivals are an important Festivals are an important expression of human activity that expression of human activity that contributes much to our social and cultural contributes much to our social and cultural life.life.

2.2. Sports events:Sports events: The testing or sporting The testing or sporting prowess through competition is one of the prowess through competition is one of the oldest and most enduring of human oldest and most enduring of human activities, with a rich tradition going back activities, with a rich tradition going back to the ancient Greek Olympics and beyond.to the ancient Greek Olympics and beyond.

3.3. The MICE industry, or business eventsThe MICE industry, or business events

SOCIAL OR SPECIAL EVENT

Anniversaries

Art Exhibits

Auctions

Award banquets

Book signing

Ceremonies

Cocktail receptions

Community programs

Concerts

Expositions

Fairs

Fashion shows

Festivals

Fundraisers

Historic reenactments

Galas

Golf Tournaments

Parades

Political rallies

Reunions

Road shows

School functions

Showers

Sporting events

Trade shows

Tributes

Weddings

BUSINESS OR EDUCATIONAL EVENTS

Board meetings

Classes

Clinics

Conferences

Conventions

Forums

Intensives

Lectures

Meetings

Retreats

Sales meetings

Seminars

Sessions

Shareholder meetings

Symposiums

Trainings

Workshops

3. THE EVENT TEAM

• Venue managers• Stage managers• Lighting, audio and video companies• Decorators and florists• Entertainers• Employment agencies• Rental companies• Public relations and marketing

consultants

• Security companies• Catering companies• Cleaning companies• Ticketing operations• Printers.

THE STRUCTURE OF THE THE STRUCTURE OF THE EVENT INDUSTRYEVENT INDUSTRY

1.1. Event organization:Event organization: Events are often Events are often staged or hosted by events organizations, staged or hosted by events organizations, which may be event – specific bodieswhich may be event – specific bodies..

2.2. Event management companies:Event management companies: Event Event management companies are professional management companies are professional groups or individuals that organize events groups or individuals that organize events on a contract basis on behalf of their on a contract basis on behalf of their clients.clients.

3.3. Event industry suppliers:Event industry suppliers: The growth of The growth of a large and complex industry has led to the a large and complex industry has led to the formation of a wild range of specialist formation of a wild range of specialist suppliers. These suppliers may work in suppliers. These suppliers may work in direct event related areas, such as staging, direct event related areas, such as staging, sound production, lighting, audiovisual, sound production, lighting, audiovisual, production, entertainment and catering.production, entertainment and catering.

4.4. Venues:Venues: Venues management often Venues management often includes an event management component includes an event management component whether as part of the marketing of the whether as part of the marketing of the venue or as part of the servicing of event venue or as part of the servicing of event clients.clients.

5.5. Industry association:Industry association: The emergence of the The emergence of the

industry has also led to the formation professional industry has also led to the formation professional

association providing networking, communications association providing networking, communications

and liaison within the industry, training and and liaison within the industry, training and

accreditation programs, codes of ethical practice, accreditation programs, codes of ethical practice,

and lobbying on behalf of their members.and lobbying on behalf of their members.

6.6. External regulatory bodies:External regulatory bodies: As noted, As noted,

contemporary events take place in an increasingly contemporary events take place in an increasingly

and complex environment. A series of government and complex environment. A series of government

and statutory bodies are responsible for overseeing and statutory bodies are responsible for overseeing

the conduct and safe staging of events, and these the conduct and safe staging of events, and these

bodies have and integral relationship with the bodies have and integral relationship with the

industry.industry.

EVENT MANAGEMENT, EVENT MANAGEMENT, EDUCATION AND TRAININGEDUCATION AND TRAINING

1.1. Identifying the knowledge and Identifying the knowledge and skills required by event managersskills required by event managers

• history and meaning of festivals, history and meaning of festivals, celebration, rituals and other eventscelebration, rituals and other events

• historical evolution ; type of eventshistorical evolution ; type of events• trends in demand and supplytrends in demand and supply• motivations and benefits sought from motivations and benefits sought from

eventsevents

• roles and impacts of events in roles and impacts of events in society, the economy, environment society, the economy, environment and culture who is producing and culture who is producing events, and wayevents, and way

• event settingevent setting• operations unique to eventsoperations unique to events• management unique to eventsmanagement unique to events• marketing unique to eventsmarketing unique to events• program concepts and stylesprogram concepts and styles

2. Event Management Body of 2. Event Management Body of Knowledge Domain StructureKnowledge Domain Structure

Financialmanagem

ent

Human resources

management

Information

management

Compliance

management

Decisionmanagem

ent

Entertainment

design

Merchandise

management

Infrastructure

management

Emergency

management

Cateringdesign

Marketing plan

management

Attendee managem

ent

Contentdesign

Materialsmanagem

ent

Communications

management

Administration RiskDesign

Marketing

Operation

Domains

3.3.Training deliveryTraining delivery

3.13.1 Industry associations Industry associations

3.23.2 Universities and other Universities and other

tertiary education institutionstertiary education institutions

4. EVENT TECHNOLOGYRelationships within the event

industryArts and

Entertainment Industry

Arts and Entertainment Industry

Corporate/Business and Associations

Corporate/Business and Associations

Sport IndustryAnd

Associations

Sport IndustryAnd

Associations

Tourism and Hospitality Industry

and Associations

Tourism and Hospitality Industry

and Associations

Government bodies :- Federal

- State- Local

Government bodies :- Federal

- State- Local

- Emergency service

- Transport Authority- Police

- Emergency service

- Transport Authority- Police

Event Committee or Major Client

Event Committee or Major Client

Event Management Team

Event Management Team

Paid / Volunteer / Contract StaffPaid / Volunteer / Contract Staff

MARKETING FINANCEHUMAN

RESOURCESSITE/

OPERATIONSPRODUCTION/COMPETITION

Primary functional

EVENT TECHNOLOGY (Cont)

• Project planning software.• Venue booking systems.• Audience reservation and registration systems.• Identification and accreditation systems.• Employee records and police checks• Security systems.• Timing and scoring systems.• Broadcasting systems.• Communications systems.

5. EVENT MANAGEMENT ASSOCIATIONS AND RESOURCES

5.1 Entertainment Industry Association5.2 Exhibition & Events Association5.3 The Festivals & Events Assciation5.4 International Festivals & Events

Association5.5 Venue Management Asoociation

6.Employers That Hire Event Planners

Event Planning CompaniesEvent Planning FirmsYou can find local event planning company listings in the phone directory, your chamber of commerce or through the internet. One website that lists website that lists some companies is: http://www.ises.com.

Public Relations FirmsNot all PR firms handle event planning so ask is event planning is part of their service. A website to find PR firms: http://www.prsa.org.

Advertising Agencies Similar to PR firms, not all advertising agencies handle event planning. Some agencies that are full service will do some event planning. Look at these websites for a limited list of advertising agencies: http://www.aaaa.org or http://www.aaf.org.

Destination Management Companies (DMC) DMC’s provide local event planning services for companies that want to hold an event in a different city. They essentially handle all the details once the group arrives at their destination. They are hired for their local knowledge and resources to plan tours, meetings, conventions and other events. Here are a couple of websites to check out: http://www.adme.org, http://www.globaleventspartners.com, http://www.dmc-net.com/cfmpages/search1.cfm.

Incentive Houses Incentive houses specialize in developing programs to motivate employees. Try this website: http://www.site-intl.org and visit their guest login or become a registered user.

7.Hospitality Industry The hospitality industry offers many job opportunities in the event industry. Jobs in the hospitality industry usually provide services to event planners. There are a variety of jobs in this industry and may include a combination of services.

Hotels and Resorts Hotels and resorts host numerous events from banquets to business meetings to weddings. Sales and caterings, sales and marketing, or sales manager positions will offer experience in event planning. Whether it’s booking rooms or helping to select menus for a party, there is valuable experience in hotels and resorts. All major hotel chains have websites.

Tourism Organizations Convention and Visitor Bureaus (CVB) act as a community’s official destination management company and offer dozens of services. They are a resource for the event planner. Working for a CVB will get you unlimited contacts and experience in the event planning arena.

Clubs These types of destinations can be a great place to work. Some clubs have in-house event planners while other hire outside consultants. Clubs host numerous types of events. Some clubs where you can get event planning experience are: Country Clubs, Cultural Centers, Golf Clubs, Military Clubs, Private Clubs, University Faculty Clubs, Yacht Clubs, etc. A website that is a great resource is http://www.cmaa.org.

Cruise Lines Many staff members work on dry land but there are jobs that actually are on board. A beneficial website to surf: http://www.sealetter.com/resources.html.

Vendors Vendors and supplies offer a variety of job opportunities. These positions will give you the chance to assist clients in planning events. Some of these include: caterers, party rental companies, etc.

Attractions Any place that attracts tourists will offer event planning opportunities. Many hold events to promote themselves or rent out their facility for events. Some attractions are: amusement parks, aquariums, casinos, family fun centers, factory tours, ghost towns, historic sites, monuments, museums, national and state parks, performing arts, professional sports teams, raceways, scenic trains, theme parks, visitor centers, wineries, zoos, etc.

8.The Corporate Market The corporate market includes corporations, associations, non-profit organizations, educational institutions, governmental offices, hospitals, etc. You can work for one of these businesses as a meeting planner, in administration, in corporate communications, human resources, marketing, member relations, or public relations.

Corporations Most large corporations have in-house event departments and staff. In smaller companies events usually fall into the hands of the office manager or someone in the human resources department and occasionally they may hire out.

Trade and Professional Associations This market offers tremendous opportunities for event planners. These are any group with a common interest. Many of these associations hold an annual conventions and a variety of other events. Here is a website of over 6,500 associations: http://www.asaenet.org.

Non-Profits This is another incredible market for event planners. Non-profits are continually holding fund raisers and other special events either to raise money or promote themselves.

Government There is an incredible market for event planners in the government sector. All types of events are planned by cities, states, and of course individual departments within. Keep in mind the political arena and all the events produced around election time, the social service departments and the different types of events they have, etc.

Educational Facilities Educational facilities hold homecoming events, fund raisers, alumni activities, ground breaking festivities, conferences, seminars, symposiums, etc.

9. ETHICAL ISSUES

• Promote and encourage the highest level of ethics

• Strive for excellence in all aspects of our profession

• Use only legal and ethical means in all industry negotiations and activities

• Protect the public against fraud and unfair practices

• Maintain adequate and appropriate insurance coverage for all business activities

• Maintain industry standard of safety and sanitation

• Provide truthful and accurate information• Commit to increase professional growth

and knowledge• Strive to co-operate with colleagues,

suppliers, employees/employers and all persons

• Subscribe to the ISES Principles of Professional Conduct and Ethics

The End